Category
Lifestyle
Assisted Choices
Trend cluster
Category
Supportive
Cosmetics
Cosmetic brands seek to empower individuals with cancer.
2.8
Trend score
Trend
What is the Supportive Cosmetics trend?
Supportive Cosmetics: Makeup has long been an effective tool in helping cancer patients through some of the self-esteem issues that arise from the treatments associated with their illnesses, and cosmetic brands are taking hold of that fact to offer products and services that specifically cater to these individuals. This shift is particularly important – as services outside of those in the medical field that cater to cancer patients tend to be limited – and functions as a continuation of brands' desire to personalize their offerings.
Trend themes
Themes within the Supportive Cosmetics trend
Three behaviours holding the trend together01
Empowering Cancer Awareness
Brands are offering products and services that cater to cancer patients' needs and personalizing their offerings to empower them.
02
Using Beauty Products for Raising Awareness
Beauty brands are using their products to support global causes such as cancer awareness.
03
Specialized Beauty Classes
Beauty brands such as Sephora are offering free classes to teach techniques and specialized tips for filling in lash lines, finding the perfect skin foundation and dealing with hair and skin issues that affect cancer patients.
Industry implications
What the Supportive Cosmetics trend means for industry
Where the trend changes the playbookFor
Beauty Industry
Beauty brands are personalizing their offerings to cater to cancer patients while supporting global causes such as cancer awareness.
For
Consumer Packaged Goods
Consumer packaged goods companies that can develop specialized products for cancer patients' needs, such as hand creams and candies, have an opportunity to fill a gap in available services and offer personalized offerings.
For
Healthcare Industry
Healthcare professionals can partner with beauty brands to provide specialized beauty classes to their patients, resulting in greater confidence, self-expression, and mental wellbeing during treatment.
Workshop question
How can your brand promote important causes, particularly by catering to underserved communities?
Trend signals
Trend signals for Supportive Cosmetics
Trend score 2.8 out of 10, from popularity 36%, activity 41%, freshness 8%.
Popularity36%
Activity41%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Supportive Cosmetics trend
4 featured examples from Oct 18, 2016 to Mar 25, 2017CategoryLifestyle
Empowering Cancer Awareness Initiatives
'Give-a-Care' Provides Products for Cancer Patients
Opportunity for cosmetic companies to develop cancer-awareness products with empowering messages.
CategorySocial Good
Mustache-Celebrating Lipsticks
The Bite Beauty Mauvember Lipstick Supports a Good Cause
Beauty brands are collaborating with charitable organizations to create products that support medical causes.
CategoryMarketing
Awareness-Raising Cosmetics
Atiqa Odho Cosmetics' is Selling a Special Breast Cancer Awareness Set
Cosmetic brands can create awareness-raising collections and events to support causes and resonate with socially-conscious customers.
CategoryFashion
Cancer Patient Beauty Classes
Sephora is Introducing 'Brave Beauty' Classes for Confidence
Opportunity for other beauty and cosmetics brands to offer specialized classes and products for cancer patients.
